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An interactive marketing and communications agencyFri, 09 Feb 2018 04:22:17 +0000en-UShourly1https://wordpress.org/?v=4.8.5http://www.sparkpr.comhttp://www.sparkpr.com/wp-content/uploads/2011/01/SparkprLogo-135x90.pngSparkprhttp://creativecommons.org/licenses/by-nc-nd/3.0/Sparkprhttps://feedburner.google.comSparkpr 2017 – The Tipping Point For Blockchainhttp://feedproxy.google.com/~r/Sparkpr/~3/ws5gJzx7yAU/
Tue, 26 Dec 2017 08:30:18 +0000https://sparkpr.com/?p=1616As we reflect on our company’s progress this year and a company that has for almost 20 years sat at the forefront of digital transformation, we cannot help but notice the impact that crypto and blockchain technology has had on our company. As such, movement that demanded our attention early this year, appeared to be …

]]>As we reflect on our company’s progress this year and a company that has for almost 20 years sat at the forefront of digital transformation, we cannot help but notice the impact that crypto and blockchain technology has had on our company. As such, movement that demanded our attention early this year, appeared to be so disruptive that we strengthened and aligned our resources to establish Sparkchain: our dedicated cryptocurrency and blockchain technology practice. Along the way, we witnessed the parallel growth, widespread adoption and tremendous changes in an industry we’ve ridden side-saddle with since Sparkchain’s inception.

]]>https://sparkpr.com/news/tipping-point-for-blockchain/From Blockchain to Bots: 2017 Technology Trends That Will Influence 2018http://feedproxy.google.com/~r/Sparkpr/~3/CLhyt86UOrE/
Tue, 19 Dec 2017 09:30:35 +0000https://sparkpr.com/?p=1594In 2017 we saw blockchain-based technologies rise and rapidly begin to take over the media but was this a short-lived trend or will these and other kinds of technologies persist into 2018 and dominate the industry? Here are some thoughts and predictions on technology trends from our experts at Spark. Alan Soucy, CEO One undeniable …

]]>In 2017 we saw blockchain-based technologies rise and rapidly begin to take over the media but was this a short-lived trend or will these and other kinds of technologies persist into 2018 and dominate the industry? Here are some thoughts and predictions on technology trends from our experts at Spark.

Alan Soucy, CEO

One undeniable trend in the industry this year has been the emergence of blockchain based protocols and applications. New highly disruptive blockchain projects are being formed at an unprecedented rate and have already begun to disrupt industries such as financial services, gaming, identity verification, and data storage, to name a few. Just as blockchain is a technology built on a decentralized data network securing a distributed ledger, the funding of blockchain projects is a process whereby a network of decentralized individuals are joined by a common interest to fund a specific project. As a result, we anticipate a trend will emerge where technology innovation, and the capital to fuel that innovation, will become less concentrated in Silicon Valley, and become increasingly decentralized throughout the world. Anticipating the emergence and importance of blockchain in 2017, early in the year Spark formalized a division with specific skills to service the blockchain and cryptocurrency markets, called Sparkchain.

Donna Burke, Founder

The biggest tech trend of 2017, in my opinion, was the torrid pace of marketing. Nowhere was this felt more acutely than in the blockchain space. Companies that might normally prepare for months to secure venture funding were created, launched, and raised tens of millions of dollars oftentimes in less than three months. Funding was secured for concepts, not betas, and were often by wealthy individual investors and not VCs.

Larry Smalheiser, Vice President

2018 will be the year blockchain technology has a huge disruptive impact across industries and geographic boundaries. We’ll see many real-world applications come online and it will be a key topic that mainstream culture is talking about.

Looking beyond the popularity of cryptocurrency and blockchain technology, a few other themes took over the media and the social scene this year: influencer marketing, cord-cutting, the Internet of Things, and bots.

Shane Jordan, Vice President of Strategic Insights

Influencer marketing has grown and will continue to grow into a staple of most brands’ communication strategy. Technologies and processes to measure the business impact of influencer marketing and the ability to amplify influencer content will grow more sophisticated and become more commonplace. Spark is uniquely well-positioned to be a leader in this area given our experience, expertise, and proven track record of successfully partnering brands with key influencers, raising valuable brand awareness and driving content engagement.

Linda Chung, Vice President, Broadcast, Video and Media Services

As cord-cutting continues to accelerate at a rapid clip, cable companies are investing in live-streaming services, launching media apps, and partnering up with social media platforms to deliver video content. The upcoming “TicToc by Bloomberg” on Twitter just launched and we’ll continue to see more of these types of partnerships in 2018.

Katie Johnson, Vice President

The Internet of Things has really gone mainstream at this point. Technology surrounds us and there’s not much we can do these days that doesn’t have some sort of smart component. These devices are intertwined into our lives and because of all the data they are collecting about how we live, will only become more so as we go into 2018 and beyond.

Vanessa Zucker, Senior Marketing Manager

Bots will continue to manipulate what content we see and how we discover that content, especially on social channels. We will continue to need more sophisticated ways to determine which bot-driven aspects of social profiles and content are valuable, especially while wading through the gross overabundance of (oftentimes low-quality) bot content.In the process of sorting out what we should pay attention to and what we should not, we will redefine how we determine value on social media. For example, swarms of bot followers on Twitter will render a user’s follower count a vanity metric and cloud the judgement of said user as a social media influencer based on follower count. Repetitive liking by bots and retweeting to other bots will also confuse the true value of social interactions. Instead, correlating earned media performance with business impact metrics like sales, conversions, and white paper downloads shows which content actually had an impact on viewers. This places a much higher prize on the ability to capture and sustain genuine human attention; Bots won’t drive sales and conversions but real people will. That is, until we give our emotion-based purchasing decisions entirely to bots that can make purchases for us.

Which 2017 technology trends that will influence 2018 have you noticed this year? Tweet us @sparkpr and let us know!

]]>https://sparkpr.com/news/2017-technology-trends-influence-2018/4 Top Blockchain Trends: Learnings from Block-Conhttp://feedproxy.google.com/~r/Sparkpr/~3/gN6W7iPynEI/
Mon, 23 Oct 2017 08:10:15 +0000https://sparkpr.com/?p=1579A converted airplane hangar is not the first place one thinks of when thinking about blockchain technology. However, that is precisely where over a thousand entrepreneurs, investors, and industry enthusiasts gathered on a sunny October day in Santa Monica at Block Con to advance the conversation about cryptocurrency and blockchain. What emerged from these two …

]]>A converted airplane hangar is not the first place one thinks of when thinking about blockchain technology. However, that is precisely where over a thousand entrepreneurs, investors, and industry enthusiasts gathered on a sunny October day in Santa Monica at Block Con to advance the conversation about cryptocurrency and blockchain. What emerged from these two days of insightful panels, intense discussions, and innovative pitches is a clearer look at where the technology is headed and how people create and follow blockchain trends. These are the four most important blockchain trends we saw at the event.

Split over Utility Tokens and Security Tokens

A difference in opinion has been growing between whether tokens issued on the blockchain during a token sale should primarily hold monetary value like a currency (security tokens) or provide a unit of service to their holders (utility tokens). Read more about the differences in this blog post.

Many blockchain entrepreneurs envision the tokens attached to their products or services as utility tokens, with more and more founders hoping that those who purchase their tokens truly believe in the technology and the vision of the project as well as the benefits the tokens bestow on project’s participants. Perhaps out of ideology or out of caution of legal repercussions, more blockchain companies are announcing utility tokens.

However, some purchasers—especially institutional investors—still largely value tokens for their speculative value and view some tokens as securities, regardless of the founder’s intentions. This means this particular audience for a blockchain company’s token sale still cares greatly about the speculative value of the token over its utility. Companies offering a token sale must therefore also consider this audience if they want the sale to be successful.

]]>https://sparkpr.com/news/4-top-blockchain-trends-learnings-block-con/Why the Time Has Come to Market a VC Firm with Purposehttp://feedproxy.google.com/~r/Sparkpr/~3/_VnHRAPojRg/
Wed, 06 Sep 2017 14:00:11 +0000https://sparkpr.com/?p=1565In today’s world, consumers increasingly vote with their wallet – choosing companies they respect and chose to support over companies that do not align with their world view. In a recent article, “Competing on Social Purpose,” the Harvard Business Review provided an excellent overview of what sets great consumer companies’ outward story apart from the …

]]>In today’s world, consumers increasingly vote with their wallet – choosing companies they respect and chose to support over companies that do not align with their world view. In a recent article, “Competing on Social Purpose,” the Harvard Business Review provided an excellent overview of what sets great consumer companies’ outward story apart from the rest, and strategies for growing a brand that matters.

The same notion applies to venture capital firms as they court entrepreneurs and investors. As the spotlight and occasional scandal hits the venture capital industry, marketing—proactively managing and communicating a firm’s story—plays a more crucial role than ever to not only attract higher quality startups and limited partner dollars, but to retain a respected place in the business world. Some leading firms have worked toward a higher purpose from day one: For example, almost 40 years ago, NEA’s founders set out to create a firm that would last for 100 years or more based on the foundation of a low-ego organization that that backs entrepreneurs solving some of the toughest problems in technology and healthcare.

Making great returns over several decades is hard work but legendary investors have emerged because of their hard work. Even though it can take years to build a great brand, it only takes a few seconds to destroy it. Moving from a newbie firm to an industry-renowned unicorn-maker backing companies that can change the world while successfully telling your story also takes goal-setting, strategy, and well-executed tactics. And being good citizens. Here we expand upon three major ways to evaluate the “whys” behind telling your story to market a VC firm.

Why define and strive for purpose?

Times have changed. In the early days of Sand Hill Road, entrepreneurs went to great lengths to get funded by top VCs. Just getting a meeting with a kingmaker was a big deal, let alone a term sheet. Over the last decade, the tables have turned. The best entrepreneurs can raise money from anyone, and with the added flow of money from overseas—or the newest craze: millions within minutes initial coin offering (ICO)—some entrepreneurs skip meeting a VC and go straight for the quick cash. Smart entrepreneur-focused investors, like Mike Maples and Ann Miura-Ko of Floodgate Fund (founded in 2010), saw early on that the best entrepreneurs could have their pick of investors, built a vastly different type of firm focused on backing iconic founders unafraid to take early risks and they have excelled since.

Today, VCs have to differentiate themselves and offer something more than funding in order to compete for entrepreneurs and LP money. While creating a unique offering and place in the ecosystem, many successful VCs have learned that having a greater purpose and serving a broad community could result in better outcomes.

For example, while Eric Chin (Crosslink Capital) and Michael Jung (Founders Circle Capital) practiced their day jobs as venture capitalists, outside working hours in 2005 they created Alpha, an invitation-only, no B.S. organization that allows founders to support and learn from each other through all the hard stages of building a successful technology company. During founders-only dinners they address questions like: How do you found and scale with the right team? How do you foster diversity? How do you win a major partner who could someday acquire your company? When is the right time to IPO or accept a buyer’s offer? As curators of this growing Alpha community, Eric and Michael have made a major contribution to the startup ecosystems in San Francisco, New York, Los Angeles and other emerging tech hubs. Think other VCs would want to see their deal flow?

Goals: Marketing to attract startups vs. investors and beyond

A bigger-picture way to direct your marketing strategy and position yourself in a unique part of a larger conversation involves asking yourself: What positive impact do you want to make on the industry? Are you passionate about creating jobs? Shaping the political landscape? Does the broader public need education on how a technology really works? Do you want to promote diversity? Can a societal problem in an emerging market be solved through technology?

New funds and venture rounds are announced every day. Figuring out your broader marketing goals and strategically aligning all of your actions to support these goals will help your VC firm look beyond your next board meeting and enter a broader conversation around topics about which people genuinely care. It will affect how you invest, how you select and serve your portfolio companies, thus making your firm more genuine.

You will also need a goal to attract those who will help your firm enter a broader conversation and fulfill a higher purpose: Your portfolio companies and your investors. However, the actions you take to attract new, quality startups that contribute your greater purpose differ greatly from the actions you take to attract newer and bigger investors who make fulfilling that purpose financially possible. Investors in their earlier rounds of funding may want to market themselves to be on the radar of more and better startups. Market to other investors when you’re ready to raise a round bigger than what you can do with your current assets.

Strategy: What should you highlight about yourself?

After determining what your VC firm stands for, choose which aspects of the firm you would like to highlight in order to support your goal. What makes you unique? Your portfolio companies? Investors who can open doors in Japan or China? Services you provide? Where you came from, your investment approach, and your stage of investment (ie seed, series A, etc.) all hold keys to differentiation.

For example, OWL Ventures focuses its portfolio around education technology startups. By making their purpose—to meaningfully drive improvement in student achievement—clear and theming all marketing efforts around this purpose, the company attracts like-minded startups and investors.

Another example: In 2014, Scott Sandell, General Partner at NEA, helped co-found a Diversity Taskforce within the National Venture Capital Association to improve the diversity of the NVCA Board of Directors and the entrepreneurial ecosystem as a whole. This reflected well on NEA and allowed the firm to align itself with a stand on diversity, which is a long-term effort that the venture capital industry continues to work to improve upon.

Tactics: Which ones should you use?

Blog posts, interviews on television, social media, or launch events? With so many tactics to choose from, a clear understanding of your audience as well as yourself provides a guiding light while building your marketing plan.

A clear picture of your audience includes knowing more than their location, stage or demographics: What does your audience care about? Where do they go for information related to what you provide? Who do they respect? If your ideal startup founder gets management tips from podcasts, you want to be there. Become a guest on a podcast or start your own.

Make sure your tactics play to your individual strengths and style. Are your firm’s GPs very analytical in nature? Researching, compiling, and releasing a report on a topic your audience cares about could be key. Do your leaders love to expound upon industry trends and news to anyone who will listen? Send them to speak at a conference or on a television interview. Or start a Medium page and amplify your posts by sharing them across social media including LinkedIn.

Some firms act much like a media company: New hot topics are introduced through a well-orchestrated campaign. When Andreesen Horowitz began investing in blockchain companies, the company kicked off an educational push to teach the broader startup and investor ecosystem about the topic. The campaign included media interviews, a white paper, a social media campaign, and more. Even the agency’s podcast, a16z, started devoting many episodes to blockchain and cryptocurrency.

Conclusion

As VC firms continue to market themselves more, a larger goal that puts the firm at the center of conversation plays a greater and greater role in success. Firms find success by using a sophisticated approach to defining goals, highlighting strengths, and understanding an audience. Small firms do not need to copy what the big players are doing to market a VC firm but instead need to carve out their own niche in order to become known for something the company’s investors sincerely believe.

]]>https://sparkpr.com/news/market-a-vc-firm-purpose/4 Focus Areas for Cryptocurrency Marketinghttp://feedproxy.google.com/~r/Sparkpr/~3/j5vCdQWO7kc/
Tue, 22 Aug 2017 06:45:07 +0000https://sparkpr.com/?p=1559With so many cryptocurrencies launching and gaining prominence in headlines, it’s time to get more sophisticated with cryptocurrency marketing. Instead of relying on industry hype, crypto companies need to build their distinct message and project it into the larger blockchain conversation. While the fundamentals of messaging still apply, the complexity of cryptocurrencies requires focus on …

]]>With so many cryptocurrencies launching and gaining prominence in headlines, it’s time to get more sophisticated with cryptocurrency marketing. Instead of relying on industry hype, crypto companies need to build their distinct message and project it into the larger blockchain conversation. While the fundamentals of messaging still apply, the complexity of cryptocurrencies requires focus on these four areas of marketing.

More Specific Audience Segmentation

Buying a cryptocurrency token does not give the purchaser any stake in the company. Instead, different coins bestow different benefits. Some provide bandwidth on an operating system while others allow access to sophisticated foreign exchange algorithms, and still others do even more. Attracting investors who care about your token’s purpose means paying particular attention to your potential customers—sometimes defying traditional buyer personas—and the channels where they congregate. For example, a token that gives bandwidth privileges to a developer attracts a particular kind of audience. A token that gives access to a foreign exchange algorithm attracts a different kind of investor. Sometimes, your audience may not even come from an investment or cryptocurrency background, as is the case with decentralized betting platforms. In this case, potential customers also come from the world of sports betting and may have different behaviors.

]]>https://sparkpr.com/news/cryptocurrency-marketing-focus/Influencer Marketing is Dead. Long Live Influencer Relations!http://feedproxy.google.com/~r/Sparkpr/~3/fglxUbT90Gk/
Mon, 14 Aug 2017 07:30:28 +0000https://sparkpr.com/?p=154286% of marketers1 have used influencer marketing to move beyond corporate speak and build a more authentic brand. However, as influencer marketing gets more and more popular, a less-effective transactional approach to the method is on the rise. In order to retain the effectiveness of influencer marketing, we at Spark propose thinking about your program …

]]>86% of marketers1 have used influencer marketing to move beyond corporate speak and build a more authentic brand. However, as influencer marketing gets more and more popular, a less-effective transactional approach to the method is on the rise. In order to retain the effectiveness of influencer marketing, we at Spark propose thinking about your program as influencer relations: an ongoing relationship built on mutual benefit and sincere interest in each party. Read on to discover why you should invest your time and effort into influencer relations and how to do it.

Why influencers?

Since 71% of millennials2 find mobile ads irrelevant and 92% of consumers3 trust recommendations from others over branded content, brands are turning to influential social users to carry a brand’s message, as opposed to buying advertising spots. In fact, 86% of respondents in one study4 put the most trust in product service recommendations from everyday people because they don’t appear to have ulterior motives.

Who are influencers?

As online personalities with significant followings on today’s popular social platforms (often times Instagram and Youtube), influencers set trends and popularize ideas within their community. Today’s influencers are divided into categories based on number of followers, ranging from extremely niche to mass appeal. One report5 divides them up as follows:

Uber (aka celebrities): 5M+

Fat-tail: 1M+

Medium-tail: 100K-1M

Long-tail: <100K

Micro: 5-25K followers

Follower numbers, while a good indicator of potential reach, do not constitute the full story. Often times, influencers can have fewer followers but cater so well to a specific audience that they command great engagement and greatly sway the opinions of those within the audience.

The benefit of influencer relations

Influencer relations is specific in its focus on building relationships with influencers, as opposed to treating influencer content as a one-time transaction. Having a relationship with an influencer leads to more organic-feeling posts by influencers, which are more effective in that they move away from resembling a paid endorsement and toward resembling sincere interest.

Building and sustaining a relationship can also lead to an after-contract halo effect. This means that even after your contract has ended, an influencer may continue to support your company and product because (s)he has become a genuine fan over the life of the relationship.

Conclusion

An influencer marketing campaign built on relationships that yield mutual benefit, as opposed to a simple financial transaction, will yield the best results for your business. Because research, vetting, and maintaining relationships can take precise communications knowledge and intense time commitment, professional teams like ours at Spark are ready to help customize a program to fit your business goals.

Resources

1The State of Influencer Marketing 2017: A look into how brands and agencies view the future of influencer marketing; Linqia.

4In the Company of Friends: The New Media Company of one + many; SheKnows Media.

5Ways to Win at Influencer Marketing; Julius.

About the Author

An internet communications technology native, Shane Jordan always strives to innovate the world around him including the work he does for his clients. Shane has over 12 years in online marketing strategy experience for clients ranging from early stage startups to Fortune 100 brands. He has developed successful social and digital strategies for clients including Levi’s, EA Games, World Wildlife Fund, Taco Bell, Del Monte, Lamborghini and The Bill and Melinda Gates Foundation.

]]>https://sparkpr.com/news/influencer-marketing-is-dead-long-live-influencer-relations/How to Avoid Being Called a Scam: 10 Tips Every Blockchain & Crypto Company Needs to Knowhttp://feedproxy.google.com/~r/Sparkpr/~3/90NnBao27y0/
Mon, 07 Aug 2017 06:40:13 +0000https://sparkpr.com/?p=1501Even as blockchain and cryptocurrency gain traction after exploding in popularity, many companies in these fields share a common experience upon announcing their launch: being called a scam. As the general public gets more informed about these technologies and regulations set in, the frequency of this assertion should decrease. Until then, check out this advice …

]]>Even as blockchain and cryptocurrency gain traction after exploding in popularity, many companies in these fields share a common experience upon announcing their launch: being called a scam. As the general public gets more informed about these technologies and regulations set in, the frequency of this assertion should decrease. Until then, check out this advice on how to avoid being called a scam.

]]>https://sparkpr.com/news/how-to-avoid-being-called-a-scam/From Logo to Launch: The Compcoin Brand Refreshhttp://feedproxy.google.com/~r/Sparkpr/~3/UgUrBuIALZU/
Tue, 01 Aug 2017 06:40:02 +0000https://sparkpr.com/?p=1510When Compcoin came to Spark, the company sought a brand refresh to pair with its upcoming token launch. The AI-powered trading platform had existed for years as Fintech Investment Group, a commodity advisory firm. However, the launch of this new digital token called for a comprehensive program that introduced the world to this cutting-edge technology through …

]]>When Compcoin came to Spark, the company sought a brand refresh to pair with its upcoming token launch. The AI-powered trading platform had existed for years as Fintech Investment Group, a commodity advisory firm. However, the launch of this new digital token called for a comprehensive program that introduced the world to this cutting-edge technology through a new logo and an explainer video, paired with an advertising program.

Logo Design

Our strategic partnership with Compcoin all started with a logo design. The original logo, based on a metallic coin, focused too much on the cryptocurrency aspect of the technology, thus attracting speculative investors interested in flipping the token for a profit instead of harnessing the technology of the trading platform. It also did not read clearly at both large and small scales.

The Spark team strongly suggested Compcoin differentiate itself through a new logo that symbolizes the brand. Through collaborative brainstorming with the Compcoin executives, Spark suggested the logo representing: Growth, Trust, and Electronic use (CPU and AI). Most importantly, the logo needed to stand out among an influx of new competitors flooding the cryptocurrency market.

The Spark team explored many ideas around a digital coin but finalized our focused on the CPU as inspiration for the logo. Tilting the C up and to the right added a subtle way to reinforce growth.

Video Production

Cryptocurrency is a complicated subject and Compcoin’s tokens do more than stand in for fiat currencies. Thus, the company needed an explainer video to break down the concepts and benefits of Compcoin for a general audience in a short 90 second format. The final video helped explain Compcoin’s unique use and benefit while also establishing a unique look and design style for the brand.

Advertising

The campaign did not end with creative asset development, though, since those assets needed to find their way in front of Compcoin’s target audience. Thus, an advertising campaign delivered on Facebook and Youtube accompanied the video. With the help of a robust paid media strategy, Compcoin gained over 50,000 views of the video at the time of the company’s token launch.

A display advertising campaign also accompanied the paid video promotion. Appearing on publications like Forbes, these ads promoted pre-registration bonuses and the opening of the token offering to targeted audiences.

Conclusion

This triple threat program combining visual asset creation with online promotion helped define Compcoin’s brand as a leading investor technology to a large pool of investors looking for the next big opportunity.

To develop your company’s brand refresh and integrated marketing plan, drop us a line with your needs and we will get you in touch with an expert team.

]]>https://sparkpr.com/news/compcoin-brand-refresh/How Autonomous Vehicles Will Change Marketing Foreverhttp://feedproxy.google.com/~r/Sparkpr/~3/DRzAnXIltrM/
Mon, 17 Jul 2017 07:35:42 +0000https://sparkpr.com/?p=1474As on-demand and subscription-based services rise, we own less and less. After giving up our DVDs for Netflix and our CDs for Spotify, are cars next? While many of us begin to acquiesce ownership of vehicles for ride-sharing and give up the classic driving experience to artificial intelligence, the way cars and other products are …

]]>As on-demand and subscription-based services rise, we own less and less. After giving up our DVDs for Netflix and our CDs for Spotify, are cars next? While many of us begin to acquiesce ownership of vehicles for ride-sharing and give up the classic driving experience to artificial intelligence, the way cars and other products are sold is changing drastically. From selling a very different experience than before to disrupting industries such as auto repair all the way to retail and banking, companies will need to shift their marketing strategies to not only keep up, but stay competitive and thrive in the age of autonomous vehicles.

Driving-As-A-Service On The Rise

Although the need for transportation continues to rise, the way end users consume vehicles is shifting greatly. Leading companies like Tesla, Ford, and Nissan are actively pursuing fully autonomous vehicles. If the driving is done for a passenger, at first by another person and eventually by a machine, the appeal of a vehicle for most people becomes less about a feeling of power and control.

Ashwin Raj, VP of Lyft, shared his thoughts on the future of the automotive industry, predicting: “You won’t own a car; you will only subscribe to a certain number of rides.” (7:42) If people cease owning cars and instead “rent” them short term to get from point A to point B, certain aspects of a car become less important while others become more valuable.

Marketing Changes for Automotive-Related Companies

The ability to multitask in order to pursue other aspects of life becomes the main attraction of being driven somewhere. To those who knew what it was like to drive before autonomous vehicles and now find their commutes freed up, saving time is an effective value proposition.

Product features like smartphone integration and on-board wifi become more desirable since consumers will want to connect to the outside world with their free time.

Artificial Intelligence will revolutionize both the vehicle functionality (i.e. safety) and commuter experience (i.e. personalized suggestions). Zack Hicks, Chief Executive Officer and President of Toyota Connected, says this will be a differentiator once self-driving cars are widely accepted.

Comfort will also be important, as consumers have plenty of attention span to notice this aspect of their experience. Some users may want to shut out the world so an “offline mode” option should be available and promoted.

Convenience of the ride-sharing service will be (and already is) critical to most users. People may be willing to give up control over the steering wheel but not control over where they want to go and when they want to arrive.

Long-term reliability of a vehicle and the availability of replacement parts become only the vehicle owner’s concern. With a decrease in owners, this once-attractive benefit becomes relevant only to a niche audience.

Consumers will demand a wider array of ride-sharing options as consumers with a wider variety of needs join. For example, families will need larger cars and the ability to install a car seat on-demand.

Safety continues to play an important role in the consumer’s mind until self-driving cars become widely accepted and taken for granted. Then, safety will still play a role, especially for parents, but will generally drop from top priority.

Many tertiary businesses will become enterprise businesses instead of appealing to individual consumers. For example, if fueling costs get built into ride fares and ride-sharing companies own the responsibility of fueling, gas stations must now appeal to a small number of owners with huge fleets of vehicles.

The Biggest Opportunity: Unrelated Industries

Of most impact, industries indirectly affected by the automotive industry now have a shot to grow with the shift from distracted drivers to idle passengers. In general, businesses people previously drove to and industries that require one’s full attention can now enter the vehicle and sell to the consumer in-vehicle. For example:

Banking: As Ashwin Raj notes, “In an autonomous vehicle, the ATM can come to you,” (8:23).

Advertising: Windows and screens can become interactive advertisements that can change based on GPS location.

Retail: Passengers now have more hours to shop online and location can play a more immediate role in affecting purchasing decisions.

Media: Passengers now have more hours to consume media, like television, movies, video games, virtual reality, and more.

The opportunities self-driving cars pose for the way we work are immense as well. Our flexibility increases when we no longer need to pay attention to the road and the car becomes our mobile office. Will it become a standard expectation that employees work while commuting? Will this lead to fewer hours spent in a traditional office? In this light, nearly every industry has the potential to change because of the widespread adoption of this technology. Recruiters can relay these benefits to potential employees.

Many have speculated about the changes self-driving cars bring to other areas as well, like energy, urban planning, hospitality, and much more. Check them out here (CB Insights, CNBC, Startup Grind) and then imagine the marketing implications.

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Will The Classic Driving Experience Make a Comeback?

Ultimately, will the classic experience of driving be missed? Will we have a nostalgic longing for the control of driving and the thrill of hugging the curves of a winding road? While we still have generations of people who remember growing up with aspirations of earning their license, owning a car, and expressing their status and personality through vehicle ownership: yes. As driving becomes less necessary in order to obtain goods, services, and information, and as focus shifts on other parts of life, upcoming generations will have less and less experience with classic automotive marketing and will form a different expectation of transportation.

After all, how many people miss dialing a rotary phone and only being able to use it to talk to people, as opposed to texting and using apps? How many of us think nothing negative of flying on airplanes, even though planes have become mostly “driverless” by primarily using autopilot?

Conclusion

With the rise of autonomous vehicles and ride-sharing, virtually all industries will experience change in both their business and marketing. Whether ride-sharing companies and car manufacturers shift to accommodate for the loss of vehicle owners or outside industries fight for the attention of more idle passengers, the tech evolution of the auto industry is ahead.

About Vanessa

Vanessa Zucker is Spark’s in-house marketing manager. She has done in-house marketing for small startups, tech giants, and non-profits. She merges creativity with analytical thinking and organization in order to create unique, quality content.

]]>https://sparkpr.com/news/autonomous-vehicles-change-marketing/How to Podcast for Brands – 5 Advanced Tipshttp://feedproxy.google.com/~r/Sparkpr/~3/lCC_VVuWdro/
Mon, 10 Jul 2017 16:34:22 +0000https://sparkpr.com/?p=1448So, you’ve started your podcast—defined your topics, lined up your guests, recorded some episodes—and now you want to really make it stand out. We’re dropping advice to help you with how to podcast for brands in this stage of your podcasting journey. Check out the first episode in the series, called “How to Start Podcasting …

]]>So, you’ve started your podcast—defined your topics, lined up your guests, recorded some episodes—and now you want to really make it stand out. We’re dropping advice to help you with how to podcast for brands in this stage of your podcasting journey. Check out the first episode in the series, called “How to Start Podcasting for Brands,” if you’re at the beginning stages of creating your podcast. This time, we are joined by someone with tons of broadcasting and podcasting experience: Reenita Malhotra Hora, VP of Programming & Audience Development at Otto Radio.

Tweet us @sparkpr with your questions and advice about improving your own podcast!

How to Podcast for Brands Advanced Tips

2:11 Podcast oversaturation and thinking of your podcast as more than just a show.

Resources

About Reenita

A prolific writer, broadcast journalist and Ayurveda clinician, Reenita Malhotra Hora is VP of Programming & Audience Development at Otto Radio in San Francisco. Previously she was a producer/presenter for Bloomberg Media. Previous to that she hosted RTHK Radio 3’s Money for Nothing finance program and her own award-winning story-telling show, Asian Threads which explores the untold stories of Asian cultures and communities. You can tweet her @reenymal.

About Vanessa

Vanessa Zucker is Spark’s in-house marketing manager and the host of Spark Talks, Spark’s podcast. She has done in-house marketing for small startups, tech giants, and non-profits. She merges creativity with analytical thinking and organization in order to create unique, quality content.